Blogging 101 (12/04/2008)

Blogging 101 Adam Gartenberg www.adamgartenberg.com Dec 4, 2008 All cartoons © Hugh Macloud – www.gapingvoid.com – unless otherwise noted

About me

About you

Why I blog
Why blogging is important to you (and your company)
What kind of commitment is involved
What should you write (and not write) about?
Other considerations
Advice and next steps
About this presentation

In the beginning…

There was a website. And the website was good.

And the marketers came, and filled the website with data sheets and demos, whitepapers and presentations.

And the people came, and they read the website.

And ignored it.

Instead, the people sought out other sources of wisdom

And they listened to the crowd

Which brings us to…

Why I blog
Share my thoughts
Contribute to community
Help me succeed at my job

Remember the moral of the story: People listen to the community, not the company % of work-related purchases influenced by… Source: "Driving Word of Mouth Advocacy Among Business Executives: The Experiential Marketing Connection,” conducted by the Keller Fay Group and sponsored by Jack Morton Worldwide. 53% 32% 26%

Why blogging is important to you

Why blogging is important to your company

But is anyone really going to read my blog?

What kind of commitment is involved?
How often do I need to post?
How long do posts have to be?
How long does it take to create a post?

A brief interlude…

What should you write about?

What should you not write about? http://geekandpoke.typepad.com/geekandpoke/2007/12/how-to-use-web.html
SUGGESTED READING
IBM's Social Computing Guidelines
IBM’s Business Conduct Guidelines

Above all else: Be Authentic. Be Authentic. Be Authentic. Blogging is a double-edged sword; if not written with an authentic voice or if only focused on one-way content (e.g., "check out our latest product and attend our upcoming conference, but no, I’m not interested in your feedback"), those benefits can be lost.

Other decisions: Team blog vs. individual blog Beware the “tragedy of the commons”

Where should you host your blog? Attend Blogging 201 for more on setting up your blog Less setup/maint. More setup/maint. Standardized Personalized

Advice and Next Steps
Decide if blogging is right for you.
Ask me (or another blogger) for help (and attend the monthly Blogging 201 and Blogging 301 sessions)
Read other blogs (if you’re not doing so already)
If you’re not ready to blog externally, try blogging on a company intranet
Remember where we started…
Fri, 12/12: Blogging 201
Layout and design
Widgets
How to measure traffic
How to build traffic
Make the most of RSS Feeds
Search engine optimization
… and more

Thank You Adam Gartenberg www.adamgartenberg.com twitter.com/agberg

Example blogs
Ed Brill – Sales BUE for Lotus Notes
http://www.edbrill.com (Notes/Domino)
Center of community – will often get 60-100 comments on a single post
Almost takes on moderated discussion forum feel
Mary Beth Raven – Design lead for Lotus Notes
http://www.ibm.com/developerworks/blogs/page/marybeth
Collaboratively designed Lotus Notes 8 with the community by asking for feedback on design and potential features
Chris Eaton – DB2 Product Manager
http://blogs.ittoolbox.com/database/technology
One of the most widely-read blogs on IT Toolbox
Mix and Mash blog
http://www.mix-and-mash.com
Team blog for enterprise mashups
“ Turbo” Todd Watson
http://www.ibm.com/developerworks/blogs/page/Turbo
Good mix of personal and work topics (focused on social networking)
Sam Lawrence – Chief Marketing Officer, Jive Software
http://gobigalways.com/ (WordPress)
Lots of thought leadership pieces, first person thoughts, and interesting blog design

Another view on the role of word of mouth in influencing work-related purchases

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Blogging 101 (12/04/2008)

by Adam Gartenberg on Dec 03, 2008

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Blogging 101 (12/04/2008) — Webinar Transcript